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Deutsches Institut für Japanstudien

Advertising to the Silver Market in Japan

This project investigates advertising to the silver market in Japan using three approaches: (1) analysis of television commercials, (2) analysis of magazine advertisements, and (3) interviews with advertising agencies.

The research questions of this project can be separated into three groups:

  1. Target Group/Consumers/Segmentation (How can the target group be defined and the market segmented? Are other age groups also targeted for silver market products? Does ageless advertising exist, and if yes what are its characteristics? How does silver advertising appeal to the older consumer? What are the products explicitly for the elderly versus products specially marketed at them?)
  2. Products/Services (Which product categories are advertised in silver market ads? Which product attributes are highlighted in ads? How are transgenerational products advertised?)
  3. The representation of elderly people (How are elderly people represented? Is there a difference in respect to gender?)

The research aims of this study are to understand: (1) the Japanese silver advertising approach, (2) specific services, products, and product features for the silver market, and (3) changes in the representation of elderly people. The study also tries to find a more meaningful categorization and segmentation of the market, and develop ageless and/or transgenerational marketing strategies.

This project is conducted in collaboration with Dr. Michael Prieler, as well as the Institute for Media & Communications Research, Keio University, Prof. Dr. Shigeru Hagiwara. http://www.mediacom.keio.ac.jp/english/about.html. It is supported by a 2-year research grant from the Yoshida Hideo Memorial Foundation.

Staff

Previous Staff

Florian Kohlbacher Florian Kohlbacher
(Business and Economics)

Related Research Projects or Programs

Challenges of Demographic Change

Selected Publications

Editorship

2008
[Kohlbacher, Florian; Herstatt, Cornelius] The Silver Market Phenomenon. Business Opportunities in an Era of Demographic Change. Heidelberg: Springer Verlag. 506 p.

Articles

2011
Gender Representation of Older People in Japanese Television Advertisements
In: Sex Roles: A Journal of Research. 64(5-6). pp. 405-415.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Leveraging Disruptive Innovations for the Silver Market
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. 65-77.
2011
[Kohlbacher, Florian; Herstatt, Cornelius] Silver Advertising: Older People in Japanese TV Ads
In: Herstatt, Cornelius; Kohlbacher, Florian (Ed.) The Silver Market Phenomenon. Marketing and Innovation in the Aging Society. 2nd edition. Heidelberg: Springer Verlag. pp. 239-247.
2009
[Godzik, Maren] Ältere Menschen in der japanischen Fernsehwerbung: Eine umfragebasierte und inhaltsanalytische Untersuchung
In: Godzik, Maren (Ed.) Japanstudien 21. Altern in Japan. Japanstudien. München: iudicium Verlag. pp. 197-222.

Working Papers (Book)

2009
[Kohlbacher, Florian; Prieler, Michael; Hagiwara, Shigeru; Arima, Akie] Gendered Portrayals of Older People in Japanese Television Advertising. Working Papers | Reports. Tokyo: Deutsches Institut für Japanstudien.
2008
[Prieler, Michael; Kohlbacher, Florian; Hagiwara, Shigeru; Arima, Akie] The Representation of Older People in Japanese Television Advertising . Working Papers | Reports. Tokyo: Deutsches Institut für Japanstudien. 44 p.

Other Articles

2010
日本のテレビCMにおける高齢者表象と高齢者市場へのアプローチ (Representation of older people and approach towards the senior market in Japanese TV commercials)
In: 吉田秀雄記念事業財団 助成研究集。43 (Yoshida Hideo Memorial Foundation Research Grand Collection. 43). pp. 63-72.

Events

January 24, 2008
DIJ Forum
日本のテレビCMにおける外国要素の役割 (The role of foreign elements in Japanese television commercials)

November 29, 2007
Workshops
The Silver Market Phenomenon: Business Opportunities and Responsibilities in an Era of Demographic Change

November 12, 2007
DIJ Business & Economics Study Group
Foreigners Sell: The Case of Japanese TV Commercials

October 2, 2008
Symposia and Conferences
The Silver Market Phenomenon: Business Opportunities and Responsibilities in the Ageing Society